On Wednesday September 15, Justen Thomas, the Embassy Cultural Attaché delivered opening remarks at the virtual kick off of Resilience Challenge, an Embassy Public Diplomacy sponsored program designed to help Spanish small and medium companies and entrepreneurs recover from the economic difficulties caused by the COVID-19 pandemic. Fifteen Spanish companies, along with three American start-ups participated in the event and enjoyed the opportunity to share common problems and best practices. Resilience Challenge is managed by Fundación United Way and Impact Hub Madrid. In the coming months of October and November the fifteen selected Spanish companies will participates in training, networking, and peer-to-peer sessions that will help them readapt their business models and validate their products and/or services to the current market, which has fundamentally changed during the COVID-19 pandemic.